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Let's get the throat clearing out of the way.

Yes, I know there are people who describe themselves as "kings" (or queens) of the cold call.

And yes, I understand the rationale behind cold calling. Not only are you plowing virgin territory but it forces you out of your comfort zone--both good things.

But if you believe--as I do--that it is always easier to sell to someone you have a relationship with, than to people you don't know, then it makes more sense to make warm calls than cold ones.

By warm calls, I mean a phone call (or email and probably both before you are done) to someone you sort of know. It could be someone you shook hands with at a trade show, a friend of a friend, or a quasi-referral from someone you have a relationship with.

The advantages of warm calling over cold are two-fold:

1. You (sort of) know the person in question and

2. Because you do, you can tailor your pitch to what interests them.

And that to me is the biggest difference between cold calls and warm ones. With a cold call, since you don't have a relationship with the person on the other end of the phone or computer, you end up either making your pitch all about you--never a good thing--or you try to guess what might interest the other person (which is not particularly effective either.)

Warm calling is better.

Every Day Means Every Day

That takes care of the warm portion. Now, for the every day part I mentioned in the headline.

Invariably, I get push back on the concept with people saying everything from they are too busy, to since they they don't like cold (or warm) calling they are certainly not going to do it every day, to they are only going to do it when times are good.

To which I say to all of the above "phooey."

You need to do it everyday. You want it to become a habit, one that keep you close to your customers--and potential customers--and keeps the inevitable bad times a bit further at bay.

Warm calling is an idea that has work for me. I think it will work for you as well.